The use of social media in Italian local governments: The effect of the mayor's characteristics

This study aims to investigate, from an agency theory perspective, the role of mayor characteristics on the level of use of social media by Italian local governments. The econometric analysis conducted on a sample of 128 Italian local governments demonstrates that the female gender and the level of education of the mayor have a positive influence on the level of use of social media. It demonstrates the effect of the mayor's characteristics also in relation to the use of individual social media platforms such as Facebook, Instagram, and YouTube. This study provides important theoretical and practical implications.